Research On The Production And Dissemination Of Rural Cultural Space By Short Video Of Agriculture,Rural Areas And Farmers

Rural cultural space is a classical problem in sociology,anthropology and Rural geography.The academic community has a rich discussion on the rural public space,tourism space,village planning and other physical rural cultural space.However,there is a lack of more exploration on the production of rural cultural space in online social media.With the vigorous promotion of rural network infrastructure construction in our country and the popularization of smart phones in the rural market,the social network applications,especially these short network videos have brought unprecedented opportunities for the construction of rural cultures.Therefore,the study of rural cultural space from the material space to virtual space meets the new requirements of rural cultural construction in the new media era.This paper examines the production and spread of rural short-term videos to rural cultural space based on the theory of space production and use the Watermelon Video and Kuaishou APP as sample selection platforms,a total of 130 creators of short rural videos are selected,through the content analysis,network ethnography and semi-structured interviews.The paper is divided into five parts.The first part introduces the research background and significance,research review,research design,the innovation of the paper and so on.The second part explains the concept and characteristics of media space of rural,agricultural,farmers short video,and the connotation of rural cultural space.The third part analysis found that the creative groups are mainly young farmers,and after interviewing the creators,it was concluded that the filming motives of the creators mainly include the display of personal talents,recording of life,and participation in hometown construction.Through the analysis of the content of the sample short video,it is found that the rural cultural space presented by the short videos of the rural,agricultural,farmers is a space full of contradictions: "earthy taste" and " Xanadu",modernity and tradition,wealth and poverty,civilization and backwardness,documentary and performance coexist.It also points out that the communication of short videos of agriculture,rural areas and farmers plays animportant role in the construction and extension of rural cultural space.The fourth part summarizes the main problems of short videos in the production of rural cultural space,including the stigmatization effect of video theme vulgarization on the countryside,homogenization and superficialization of rural cultural space,excessive commercialization under the influence of capital and the limitation of communication.The last part provides possible optimization suggestions for the production of rural,agricultural,farmers short video rural space guided by Lefebvre's demand for space value.Creators should produce just rural cultural space and enrich the diversity of rural cultural space production,and produce rural cultural space based on people,and jointly build an organic community of rural cultural construction and dissemination,which includes the government,mainstream media,and rural self-media.Therefore,the short videos of agriculture,rural areas and farmers can play more potential in the revitalization of rural culture.